As a multinational bank executive, chances are that you’re here for ideas on refreshing your mission
statement versus starting from scratch. An effective mission should be the centerpiece of any repositioning
effort and drive your strategy. It should also be easily understood by clients and employees from a wide
range of cultures. Read the examples below from the world’s top banks to see how they’ve crafted their
JPMorgan Chase & Co.
270 Park Avenue, Midtown, Manhattan, New York City
JPMorgan Chase & Co offers financial services, investment banking, financial transaction processing, asset management and private equity in more than 60 countries. It started its existence as The Manhattan Company, in 1799.
Doing only first-class business, and that in a first-class way
399 Park Avenue New York, NY 10043
Slogan / Motto
Citi is a global financial group established in 1812 as City Bank of New York. It is active in over 160 countries worldwide.
We strive to create the best outcomes for our clients and customers with financial solutions that are simple, creative and responsible. Citi works tirelessly to serve individuals, communities, institutions and nations. With 200 years of experience meeting the world's toughest challenges and seizing its greatest opportunities, we strive to create the best outcomes for our clients and customers with financial solutions that are simple, creative and responsible. An institution connecting over 1,000 cities, 160 countries and millions of people, we are your global bank; we are Citi.
Bank of America Corp.
100 North Tryon Street, Charlotte, NC 28255
Slogan / Motto
Building Better Money Habits™
Bank of America offers financial services through locations in more than 40 countries. Its first heritage bank, The Massachusetts Bank, was founded in 1784
Connecting people to what matters most through lending, investing and giving
Royal Bank of Canada
Suite 600, 200 Bay Street Toronto, Ontario M5J 2J5
Slogan / Motto
A gift they'll actually use
Royal Bank of Canada was incorporated as a chartered bank in 1869. It offers financial services in more than 50 countries.
We're here to help our clients and communities build a better future.
Wells Fargo & Co.
420 Montgomery Street San Francisco, CA 94104
Founded in 1852, Wells Fargo is a bank offering financial services in almost 6,200 locations throughout the United States. It is active in all but 11 states.
Our product is service. Our value added is financial advice and guidance. Our competitive advantage is our people.
Mitsubishi UFJ Financial Group Inc.
1–4–5 Marunouchi, Chiyoda–ku Tokyo 100–8330, Japan
Formed in 2005, Mitsubishi UFJ Financial Group and its subsidiaries offer consumer business and private banking, corporate and investment banking, asset management, investor services and real estate services.
To be a foundation of strength, committed to meeting the needs of our customers, serving society, and fostering shared and sustainable growth for a better world.
Toronto – Dominion Bank
55 King St W Toronto, ON, M5K 1A2 Canada
Toronto – Dominion Bank and its subsidiaries offer financial services worldwide. It was founded in 1855 as the Bank of Toronto.
We will be the Best Run, Customer – Focused, Integrated Financial Institution, with a Unique and Inclusive Employee Culture.
Bank of Nova Scotia
44 King St West Toronto ON M5H 1H1
Scotiabank, founded in 1832, offers personal and commercial banking, wealth management, corporate and investment banking. It has 3,286 locations in over 55 countries.
To be the best at helping clients become financially better off by providing relevant solutions to their unique needs.
Bahnhof Strasse 45, Zurich, 8098, Switzerland
UBS is a Swiss financial services company with offices in over 50 countries. Its oldest predecessor bank was founded in 1862.
We are committed to providing our clients with superior financial advice and solutions while generating attractive and sustainable returns for shareholders.
Sumitomo Mitsui Financial Group Inc.
1-2, Marunouchi 1-chome, Chiyoda-ku, Tokyo 100-0005, Japan
Slogan / Motto
Lead The Value
Sumitomo Mitsui Financial Group is a Japanese holding company that offers financial services through its subsidiaries. It was established in 2002.
We grow and prosper together with our customers, by providing services of greater value to them. We aim to maximize our shareholders’ value through the continuous growth of our business. We create a work environment that encourages and rewards diligent and highly–motivated employees.
1 Churchill Place, London E14 5HP
Established in 1690 in London, United Kingdom, Barclays offers financial services in over 50 countries around the world. It has over 7,000 branches.
To be an innovative, customer–focused Group that delivers superb products and services, ensures excellent careers for our people and contributes positively to the communities in which we live and work.
Deutsche Bank AG
Taunusanlage 12, 60325 Frankfurt AM Main, Germany
Slogan / Motto
Passion To Perform
Deutsche Bank is a Gerrnan global universal bank founded in 1870. It has over 2,900 branches worldwide.
Through our economic success and competitive international presence, we create value for our shareholders, our clients, our employees and society at large while up holding stringent environmental and social norms to support a sustainable future.
Banco Bilbao Vizcaya Argentaria S.A.
Pza. San Nicolas, 4. Bilbao, VIZ 48005. Spain
BBVA, who's oldest predecessor bank was founded in 1857, is a Spanish banking company with 7,359 branches globally.
BBVA is a multinational group providing financial services in over 31 countries and to 50 million customers throughout the world. The banking model used by BBVA is based on four pillars that makes us different. A diversified and balanced portfolio model, in terms of geographies, businesses and customers, being the leader in the franchises where we operate. Customer-centric business model, with distribution models that are leaders in efficiency and highly leveraged on innovation and technology. Management model characterized by two principles inherent in BBVA. Prudence and foresight. A governance model based on integrity and transparency, which seeks to generate maximum shareholder value. The combination of these four pillars generate two sources of competitive advantage: recurrent earnings in any environment and a differential structural strength.
Mizuho Financial Group Inc.
Otemachi Tower 1-5-5, Ote-machi. Chitoda-ku, TKY 100-8176. Japan
Established in 2003, Mizuho Financial Group is a bank holding company. It is active globally, through its subsidiaries Mizuho Bank, Mizuho Securities and DIAM Asset Management.
Mizuho, the leading Japanese financial services group with a global presence and a broad customer base, is committed to providing customers worldwide with the highest quality financial services with honesty and integrity. Anticipating new trends on the world stage. Expanding our knowledge in order to help customers shape their future. Growing together with our customers in a stable and sustainable manner. And bringing together our group–wide expertise to contribute to the prosperity of economies and societies throughout the world. These fundamental commitments support our primary role in bringing fruitfulness for each customer and the economies and the societies in which we operate. Mizuho creates lasting value. It is what makes us invaluable.
Canadian Imperial Bank of Commerce
199 Bay St Commerce Crt O Toronto, ON, M5L 1A2 Canada
CIBC was founded in 1961 with the merger of two Canadian banks established in 1867 and 1875, respectively. It operates 1,129 branches in Canada, the United States, the United Kingdom, Asia and the Carribean.
Our mission is to full–fill the commitments we have made to each of our stakeholders:Help our clients achieve what matters to them Create an environment where all employees can excel Make a real difference in our communities Generate strong total returns for our shareholders
Credit Suisse Group
Paradeplatz 8. Zuerich, 8070. Switzerland
Credit Suisse is a Swiss bank with over 530 offices in more than 50 countries. It was established in 1856.
Our mission is to set new standards in partnering with our clients and providing them with innovative, integrated financial solutions.
Lloyds Banking Group PLC
25 Gresham Street London EC2V 7HN
Slogan / Motto
Helping Britain prosper
Lloyds Banking Group offers, through its different brands, retail, commercial and corporate banking, general insurance, life, pensions and investment provision. Although the Group was founded in 2009, its oldest constituent company, Lloyds Bank, was founded in 1765.
Our business is focused on retail and commercial financial services. We thrive based on how well we serve our customers; on our relationships within the communities we serve; and on helping Britain prosper. Through our day-to-day business and through our community and charity work we believe that giving back to communities is not simply a measure of our success, but it is fundamental to what the Group stands for.
BB & T Corp.
200 West Second Street Winston-Salem, NC 27101
BB & T, founded in 1872 as Branch and Hadley, offers financial services in 1,842 locations within 12 U.S. states and the District of Columbia.
To make the world a better place to live by helping our Clients achieve economic success and financial security. Creating a place where our Employees can learn, grow and be fulfilled in their work. Making the Communities in which we work better places to be. Thereby optimizing the long-term return to our Shareholders, while providing a safe and sound investment.
HDFC Bank Ltd.
HDFC Bank House, Senapati Bapat Marg Lower Parel (W), Mumbai – 400 013
Incorporated in 1994, HDFC Bank operates 3,600 locations throughout India.
HDFC Bank's mission is to be a World Class Indian Bank. The objective is to build sound customer franchises across distinct businesses so as to be the preferred provider of banking services for target retail and wholesale customer segments, and to achieve healthy growth in profitability, consistent with the bank's risk appetite. The bank is committed to maintain the highest level of ethical standards, professional integrity, corporate governance and regulatory compliance. HDFC Bank's business philosophy is based on five core values: Operational Excellence, Customer Focus, Product Leadership, People and Sustainability.
KB Financial Group Inc.
84, Namdaemun-Ro, Jung-Gu SEOUL, 100845. South Korea
Slogan / Motto
Together for your life
KB Financial Group is a South Korean financial institution with nine domestic subsidiaries and four international ones. It was founded in 2008 and is active in South Korea, Hong Kong, England and Cambodia.
KB Financial Group's mission is to "touch customers' hearts". Five core principles make up the foundation of our mission, all geared towards transforming the Group into a "customer – oriented," "professional," "innovative," "speedy," and "performance – oriented" organization. It is our resolve to touch customers' hearts with the best possible products and services and thereby earn their trust and respect. We will strive to satisfy customers through 'heart – touching sales' and 'heart – touching services' and we are committed not only to achieving the growth of our employees and KB Kookmin Bank Financial Group but also to fulfilling our corporate social responsibilities.
Royal Bank of Scotland Group PLC
36 St Andrew Square, Edinburgh, United Kingdom, EH2 2YB
Slogan / Motto
The Royal Bank of Scotland, RBS, was founded in 1727 and operates mainly in the UK. It also has offices in the rest of Europe, Asia, the Middle East and North America.
RBS exists to help our customers, to support them, and to make their lives easier.
Banco de Chile
251 Ahumada, Santiago, Chile
Founded in 1893, Banco de Chile offers banking products and services in over 400 locations in Chile. It also has a representative office in Beijing, China.
We are a leading corporation with a prestigious business tradition. Our purpose is to provide financial services of excellence with creative and effective solutions for each client segment in order to ensuring permanent value growth for our shareholders.
Rosario Norte 660, 7th Floor Las Condes, Santiago, Chile
CorpBanca, founded in 1871 as Banco de Concepcion, is a Chilean bank with 70 branches nationwide and one representative office in Spain.
We are a state-of-the-art bank committed to satisfy our clients’ international financial needs, maintaining highest standards of quality service and personalized attention, operating from the world’s financial capital.